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Published on April 12, 2008

"People are not in a spending mood and this will definitely hurt liquor and beer sales. Though the government has launched tax measures, people are still saving more as the measures will take effect next year," Wimonwan Udomphorn, vice president of Diageo Moet Hennessy (Thailand), told the Krungthep Turakij business daily yesterday.

Sales will be about the same or even drop from last year, she said, as people upcountry cut back on booze while celebrating and higher-income earners go on overseas trips to take advantage of the strong baht.

Beer brewer Singha Corp has cancelled marketing campaigns during the holiday period for the first time in five years, in light of the national anti-drinking campaign.

Marketing manager Chath-cai Wirayosin said product promotions would not work in this unfavourable economic environment.

Big-time player Pernod Ricard also switched from marketing activities to launching a "Responsible Drinking" campaign ahead of Songkran to help reduce drink-driving accidents.

The Nation